1. The document proposes a concept for a retail store in Japan that focuses on cleanliness, politeness, and minimal packaging by drawing inspiration from traditional Japanese culture. 2. The store would emphasize cleanliness by having customers remove shoes and use slippers, focusing on a curated selection of products, and having clerks wear gloves to avoid directly touching food. 3. Packaging would be reduced to a minimum and reusable boxes would be used, focusing more on personal service than excessive packaging. Purchases would be handwrapped in traditional furoshiki wrapping cloths.

1. U N
WRA
PPIN
G
J A PA
N Assignment for the
Account Planning School of the Web
Jonathan Nausner
jonathan@thenausner.com
http://www.flickr.com/photos/forresto/3678230/sizes/o/

2. Supposedly no nation uses as much
packaging material as Japan does.
http://www.secretblogprofit.com/wp-content/uploads/2007/10/japan.jpg
http://www.flickr.com/photos/andersondotcom/452253348/sizes/l/

3. Why is that?
I. Cleanliness Hygiene is mandatory. Sealed
products have not been touched by other
people. Or at least create the illusion.
2. Politeness There is an aspect connected
to traditional gift giving. It is considered impolite
to just hand the customer the purchase without
packaging and presentation.
3. Tsutsumi bunka The more sophisticated
the packaging the better the inside. Or that‘s
wha they told me.
http://www.flickr.com/photos/andersondotcom/452253348/sizes/l/

4. There is no argueing
against cleanliness and
politeness as they
are vital values of the
Japanese. Instead
focus on them.

5. This is what we call the store or the concept:
kirei, pretty, beautiful; clean; pure; orderly.
Clean is beautiful in Japan.
Clean is a place that is clean, not like a thrift store
where thousand hands grab some packaging before I buy it.
Clean is like my tatami room at home.

6. We make clear at the entrance that is not the usual store.
As in a private home our guests
will take off their shoes and use the slippers provided.
http://en.wikipedia.org/wiki/Image:Japanese_house_slippers.jpg

7. Our store reflects traditional Japan
and Zen influence: less is more.
Much wood, natural materials and no music.
We focus on a reduced product range.
We reduce packaging to a minimum.
And prefer products who wrap responsibly.

8. Our clerks wear white gloves so that they do not
directly touch the food of our guests.
We use reusable and sealable paper boxes to collect
the products they want to purchase.
When guests bring their boxes we fill them again.
Our guests can look and smell, but not pick the
products themselves.We gladly assist.

9. As our guests leave
we wrap their
smaller purchases
in the furoshiki,
the traditional
wrapping cloth.
By handwrapping
we show that
we value them.
We carry a large
sortiment of
durable furoshiki.
From plain linen to
traditional prints,
anime prints,
personalized prints to
colorful harajuku
designs.
http://www.env.go.jp/en/focus/060403.html

10. We replace the subjectively felt service of packaging
through real service by human beings.
We believe this weighs more.
This is just a shop concept, but it is the beginning.
http://www.flickr.com/photos/vgm8383/2381791019/sizes/l/